Recent research funded by the national beef checkoff reveals some important findings among parents who are “millennials” (born between 1980 and 2000). Primarily, the research indicates that millennial parents find cooking beef to be cumbersome and difficult.

Perhaps most telling, though, were responses to why the millennial generation of parents might be limiting the amount of beef in their children’s diets. First, they perceive chicken as a more favorable choice when preparing meals for their children. More troubling is 57% of respondents said their children prefer the taste of chicken over beef.

On the favorable side, however, survey participants indicate they would like to receive more information about beef and how to more effectively prepare it. As such, one of the primary conclusions outlined by the research includes the reality that, “making millennials more confident about beef, from pasture to table, needs to be a priority.”

How do you perceive such trends among millennial parents? Are your personal experiences with millennials similar to the survey findings? What do you think needs to be done to more favorably position beef within families headed by millennial parents? Leave your thoughts below.